DIGITAL INFLUENCERS: ESTABLISHING HIRING CRITERIA IN HOTEL ORGANIZATIONS

Abstract

The growth of social media has transformed the way tourists discover and connect with destinations. In this scenario, digital influencers stand out for promoting experiences and attracting new visitors. Therefore, this study aims to define the criteria used by hotel organizations when hiring digital influencers, focusing on the market perspective. The present study was conducted with an emphasis on collecting data directly from professionals in the hotel sector in Brazil and abroad. The methodology adopted is qualitative in nature, with an exploratory and descriptive approach, using semi-structured interviews as the main data collection instrument. The final result presents the matrix with the model for defining criteria for hiring digital influencers in hotels, which will enable influencer contractors to increase their success rate in selecting and evaluating these professionals, enhancing the positive impact of the brand and increasing sales of tourism services, especially in the boutique hotel segment.